Rebranding the
Seomgang Experience
Uncovering the harmony between the brand, people and nature.
Designing a better experience internally within the company and externally for the public community to build trust.
Permitting the brand to flourish and be a desirable part of the community’s life.
Date
2019
Role
Brand Director, Designer
Delivery
Brand Strategy & Experience, Visual Vision
OVERVIEW
Rebranding the Seomgang Brand Experience by Cohesively Bringing out their vision & principles as branding foundations.
Brand Situation
SG Construction Group lacked a branding design system that clearly represented & communicated itself.
As the largest corporation in Won-ju, Korea, it has expanded to many different businesses apart from construction and needed a focused branding structure that unified the various brands. Also it needed to be an approachable communicative brand towards the public community because of their products innate properties weaving into people’s daily lives including real estate, leisure activities, fresh produce, commodities market and more.
Project Overview
Our focus was to help uncover anchoring principles both internally and externally.
Our approach to the problem was to uncover the brand anchoring design principles of SG Construction Group to be able to create a brand experience both internally within the corporation and externally towards the public community that correlated with their vision and essence.
As a corporation that existed for decades, we were careful to create a genuine and authentic brand experience to strengthen its overall equity towards its existing clients and to its existing public image. Through the brand principles we also wanted systemize and cultivate morale internally within in the company as well as externally extend forms of communication by creating a visual language.
PAST: EXPLORATION
Exploring the why of the business and how everything started. Real principles.
Brand Vision
Seomgang focuses on delivering human-centered development projects in Won-ju, Korea. It is to always provide full solutions that nurture local communities to strive. It willingly shapes culture to enhance lifestyles of the inhabitants driven by core life values.
Brand Meaning
Seomgang in its essence is about the experience of “togetherness”. Seomgang seeks to bring eco-friendly lifestyles and enhancing quality of life through the tri-relationship between the people, the environment, and the individual.
Core Values
Human relationship centered
Enhancing lifestyle quality and values
Eco-friendly
Togetherness in community
Family love
Relaxing
Trustworthy
Professionalism
Towards a clean & bright future
Branding System Design Principles
Key Ideas
Through looking at the philosophy of the CEO and core values, we found the main four brand pillars holding up the company backbone which we converted into branding system design principles.
PRESENT: BRAND IDENTITY SYSTEM
Applying the foundational principles to the visual language system.
LOGO DESIGN
Existing CI description : The shape of ‘S’ symbolizes the link between the people, nature, and the world. It is an endless value of realization to create harmony. The ‘S’ shape is also reminiscent of infinity. Usage of calm colors and blue symbolizes the endless flow of the heavens and of rivers.
RENEWAL POINT
Keeping the original idea of the shape of ‘S’ and the calm color usage we have inherited the foundational beginnings of the corporation into the logo.
Using the afore mentioned Design Principles of Approachability, Flexibility, Simplicity, and Communication-Centric we have created a systemic logo able to scale and adapt to different sub-brands, create endless patterns, while keeping it simple. These design principles melt into the logo keeping its original identity of connecting the people, nature and the world together and symbolizes the endless value of realization to create harmony.
Another measure we took to assert human-centerness and a communication centric professional brand, we have re-evaluated the logotype and brand typography to be a Sans-Serif family.
Symbol Design Transformation & New Application
Basic Logo
Main Brand Symbol & Sub-Brand Applications
Primary Colors
The main colors of Seomgang Experience is bright, pure and in the values of blue and green. It is a color experience invoking nature, friendliness, and trust. Other sub-brands will follow the same values as point colors but can be of different tones & shades in addition to other colors befitting the point color.
Graphic Motif
The brand logo itself is made through a modular system that scales and adapts. Through the system we create a visual motif story. A visual language of growth; and togetherness with nature. It also symbolizes the expansive creation of humankind to endlessly create harmony between nature, people, and the world.
Graphic Motif Application
FUTURE: USE-CASE SCENARIOS
Visualizing use-case scenarios as a base for development and embracing the future.
Applications
Using the visual principles into the consumer-to-brand touchpoints. For print on brochures, shopping bags, business cards, construction signs and for the digital screen like websites. The main focus being simplicity in communication with the shapes reminding audience of the visual connection between the brand and the harmony with nature.
Desktop Web Prototyping
Creating a large open space using a grid system to show scalability and limitless harmonization of the brand to its surroundings. The usage of the shape patterns will be a key factor in reinforcing the brand identity through visual communication.
CONCLUSION